Method and system to provide interactivity using an interactive channel bug

ABSTRACT

A method and system are disclosed to provided interactivity using an interactive channel bug. The interactive channel bug (e.g., an “interactive broadcast channel branding logo”) allows a television user to access a variety of interactive services. The interactive broadcast channel branding logo may be configured to launch a functionality determined by a broadcaster. This functionality may change over time. The form of the interactive broadcast channel branding logo may also change over time in which the availability of new interactive services is indicated.

RELATED APPLICATION

This application is related to an claims priority to U.S. ProvisionalApplication 60/199,686 entitled, “METHOD AND SYSTEM FOR TRANSFORMINGCONTENT FOR EXECUTION ON MULTIPLE PLATFORMS,” filed on Apr. 24, 2000,the disclosure of which is hereby incorporated herein by reference.

FIELD OF THE INVENTION

The present invention relates generally to interactive television. Moreparticularly, the present invention relates to a method and system toprovide interactivity using an interactive channel bug.

BACKGROUND OF THE INVENTION

As interactive television (“iTV”) systems evolve to the point ofoffering more complex and varied services (e.g., home shopping,interactive games, home banking and other financial transactions, etc.),iTV systems tend to be complicated for users to operate the televisionas an interface to such services. That is, it is difficult for users tonavigate through the iTV system while watching current programmingcontent.

Past iTV systems have been limited in scope. For example, the most basicinteractivity provided by iTV systems used “teletext,” where cyclicaldigital data is inserted in the vertical blanking interval of a videosignal. The net result is typically a few lines of text at the base of atelevision screen. Users may then use a remote control device to selecttelevision images, gain access to the Internet, and the like, from theteletext. A disadvantage of using teletext is that it is oftendistracting to users to see lines of text at the base of the televisionscreen while watching a program.

Another common iTV system involves tuning to a dedicated channelassociated with interactive services. A disadvantage of such a system isthat users need to tune to the specific channel (and often interrupt ascheduled program) to gain access to the interactive services.

Thus, what is needed is an unobtrusive iTV system to facilitate simpleinteractivity for a user of the iTV system.

SUMMARY OF THE INVENTION

A method and system are disclosed to provide interactivity using aninteractive channel bug. The interactive channel bug can be used toindicate or to launch interactivity. In one embodiment, the interactivechannel bug is a graphical object, which includes an interactivebroadcast channel branding logo that facilitates interactivity fortelevision users. The interactive channel bug may facilitateinteractivity for a user, which may use remote control commands toaccess the interactive channel bug. In one embodiment, any conventionalchannel bug (e.g., NBC's “peacock,” CBS's “eye,” etc.) may be madeinteractive by replacing the standard channel bug with interactivebroadcast content.

In one embodiment, the interactive channel bug allows television usersto initiate interactivity. For example, the channel bug may have anassociated action that launches some functionality determined by thebroadcaster. This functionality, however, may change over time. That is,through the use of broadcast enhancements, the form of the channel bugcan change. This allows for the broadcaster to signal to users that newinteractivity is now available.

The interactive channel bug may have multiple types of forms. In oneimplementation, for example, the interactive channel bug may be thestandard channel bug that appears when no additional interactivity isavailable. The interactive channel bug can launch a rollout menu ofstandard services, such as news, weather, and sports related to thebroadcasted content. Another channel bug form may be an animated channelbug that indicates additional interactivity associated with the currentbroadcast. Yet another form may be a channel bug including an image thatindicates a purchase opportunity. The types of channel bugs describedherein can be used to support broadcast advertising partners and tolaunch product purchases and/or product information services.

BRIEF DESCRIPTION OF THE DRAWINGS

The present invention is illustrated by way of example, and notlimitation, by the figures of the accompanying drawings, in which likereferences indicate similar elements and which:

FIG. 1 illustrates an exemplary television system with Internetconnectivity for practicing the present invention;

FIG. 2 illustrates a simplified internal block diagram of a set-top boxaccording to one embodiment;

FIG. 3A illustrates a flow diagram of an operation for using aninteractive broadcast channel branding logo as a launching point forinteractive services according to one embodiment;

FIG. 3B illustrates a flow diagram of an operation for using aninteractive broadcast channel branding logo to access interactiveservices associated with programming content according to oneembodiment;

FIG. 3C illustrates a flow diagram of an operation for using aninteractive broadcast channel branding logo to purchaseproducts/services according to one embodiment;

FIGS. 4A through 4C illustrate exemplary screen displays for using theinteractive broadcast channel branding logo;

FIG. 5 illustrates a simplified internal block diagram of a computersystem according to one embodiment;

FIG. 6 illustrates a flow diagram of an operation to insert aninteractive channel over a broadcast bug in a video stream;

FIGS. 7A through 7D illustrate exemplary screen shots for the operationof FIG. 6; and

FIG. 8 illustrates one embodiment of an interactive television systemreceiving content from a content server via an IP pathway or from acontent server via a broadcaster.

DETAILED DESCRIPTION

A method and system are described to provide interactivity using aninteractive channel bug. The interactive channel bug can be used toindicate or to launch interactivity. In one embodiment, the interactivechannel bug is a graphical object, which includes an interactivebroadcast channel branding logo that facilitates interactivity fortelevision users. The interactive channel bug may facilitateinteractivity for a user, which may use remote control commands toaccess the interactive channel bug. In one embodiment, any conventionalchannel bug (e.g., NBC's “peacock,” CBS's “eye,” etc.) may be madeinteractive by replacing the standard channel bug with interactivebroadcast content.

In one embodiment, the interactive channel bug allows television usersto initiate interactivity. For example, the channel bug may have anassociated action that launches some functionality determined by thebroadcaster. This functionality, however, may change over time. That is,through the use of broadcast enhancements, the form of the channel bugcan change. This allows for the broadcaster to signal to users that newinteractivity is now available.

The interactive channel bug may have multiple types of forms. In oneimplementation, for example, the interactive channel bug may be thestandard channel bug that appears when no additional interactivity isavailable. The interactive channel bug can launch a rollout menu ofstandard services, such as news, weather, and sports related to thebroadcasted content. Another channel bug form may be an animated channelbug that indicates additional interactivity associated with the currentbroadcast. Yet another form may be a channel bug including an image thatindicates a purchase opportunity. The types of channel bugs describedherein can be used to support broadcast advertising partners and tolaunch product purchases and/or product information services.

FIG. 1 illustrates an exemplary television (TV) system 100 with Internetconnectivity for practicing the present invention. Referring FIG. 1, TVsystem 100 may be implemented in numerous configurations including astand-alone television system, a television system including a set-topbox, or even as a traditional computer with television viewingcapabilities. So called interactive TV systems provide increasedfunctionality, including interactive programming guides and the linkingof hyperlinked Internet content to television content.

TV system 100 includes a television receiver 110 and a set-top box 120.Set-top box 120 can also be embedded hardware within television system100 includes a screen 125 to display an audio/video/interactive signal130 through television receiver/tuner, 110 which can pass throughset-top box 120 or hardware internal to television system 100 that willdecode broadcast signals and separate interactive content or components.Television system 100 may also contain a tuner (not shown) and otherstandard components of television systems. A remote control or otherstandard input devices such as a keyboard may be used to provide inputsto television system 100 or set-top box 120. The remote control devicemay be coupled to an input port 135 of set-top box 120 such as by ahard-wired connection or by way of a wireless infrared (IR) or radiofrequency (RF) link.

Set-top box 120 may be connected to Internet 140 in a standard manner.Set-top box 120 or embedded decoding hardware within television system100 can receive a television signal 145 from a terrestrial source,satellite source, or a cable source, or other like sources. In oneembodiment, a user of television system 100 may use an input device(e.g., a trackball, a force-activated pointing device, a conventionaljoystick, etc.) to access a channel bug associated with a televisionprogram to launch interactive services in a manner that will bedescribed in more detail below.

FIG. 2 illustrates a simplified internal block diagram 200 of set-topbox 120 or embedded hardware in television system 100 according to oneembodiment. In one embodiment, set-top box 120 is Advanced TelevisionEnhancement Forum (ATVEF) standard compliant. That is, set-top box 120can render web-based content with a broadcast to television system 100.

Referring to FIG. 2, set-top box 120 includes a central processing unit(CPU) 210 coupled to memory devices, which include a read-only memory(ROM) 220 a random-access memory (RAM) 230. Any number of memory devicesmay be included in set-top box 120. For example, a memory device may bea logical memory device to include a broadcast file system. A broadcastfile system is a carousel of data flowing through a broadcast stream. Inone embodiment, set-top box 120 may read data from that stream bywaiting for appropriate data to pass by. CPU 210 can be coupled to anumber of input/output (I/O) devices via I/O interfaces 240 and 250. CPUis also coupled to decoder 260.

CPU 210 controls the basic operation for set-top box 120. For example,CPU 210 can process inputs from a user. CPU 210 can process instructionsstored in RAM 230 or ROM 220 based on the inputs from the user.Alternatively, CPU 210 can process instructions that are containedwithin a broadcast stream and are decoded by set-top box 120 or hardwareembedded in TV system 100. In one embodiment, a “bug” and its morphinstruction and content may be received within a broadcast stream. Thebug can be used to launch interactivity. Additionally, the interactivitythat may be launched can come from a broadcast stream or from a backchannel, e.g., an Internet Protocol (IP) pathway.

Decoder 260 is a processing device that processes television signal 145.In one embodiment, decoder 260 can decode a “channel bug” inserted intotelevision signal 145. Decoder 260 can inform CPU 210 of the insertedchannel bug. Decoder 260 may inform set-top box 120 or embedded hardwareto obtain a channel bug from a back channel and render it onto thedisplay for television system 100. Decoder 260 may also inform set-topbox 120 or embedded hardware in television system 100 to obtain a bugfrom the broadcast file system and render it on the display fortelevision system 100. Decoder 260 may also inform such systems torender a channel bug that has already received. The same is true formorphing the interactive channel bug.

Furthermore, set-top box 120 or embedded hardware within televisionsystem 100 can decode instructions from a broadcast stream to change aninteractive channel bug within a broadcast stream. In one embodiment, aninteractive channel bug can be pulled from a logical drive such as thebroadcast file system, a back channel, or may be implemented from assetsalready resident in a set-top box type receiver. The same can be appliedto launching interactivity. Any number of sources can provide theinteractive channel bug and interactive services.

Thus, CPU 210 or decoder 260 can perform instructions facilitated by auser accessing a channel bug. In one embodiment, CPU 210 or decoder 260can process executable code, which may include programming code in JAVA,C++, Perl, HMTL, or other like programming code in determining at whatpoint to morph an interactive channel bug or even the broadcast bug.Such instructions for morphing may come through the broadcast stream,over an IP pathway, or may be triggered by set-top box 120 where thereis some resident code that has been initiated to trigger a signal formorphing. The instructions can also be used to make the interactivechannel bug appear on television system 100 and provide interactiveservices.

ROM 220 or RAM 230 may include instructions and data for execution byCPU 210. RAM 230 may also be used to store program variables forprogramming instructions, which may be contained in ROM 220 or othertypes of memory. I/O interfaces 240 and 250 may include a remote controlinput port, a network interface, a video/audio output port, and atelevision signal input port, or other like interfaces. In oneembodiment, I/O interface 240 or 250 is a network interface thatconnects to a private or public network such as Internet 140.

FIG. 3A illustrates a flow diagram of an operation 300 for using aninteractive broadcast channel branding logo (“channel bug”) as alaunching point for interactive services according to one embodiment.Initially, operation 300 begins at operation 305.

At operation 305, a broadcast is transmitted. For example, a broadcaststation may transmit a broadcast to set-top box 120 (or embedded TVdevice hardware).

At operation 310, the broadcast is received by set-top box 120. Set-topbox 120 processes and decodes the received broadcast into a broadcaststream.

At operation 315, set-top box 120 delivers the broadcast stream toreceiver 110 in television system 100. In one embodiment, set-top box120 (or TV embedded hardware) decodes the broadcast stream and separatesthe channel bug or interactivity from the broadcast stream.

At operation 320, an interactive service is launched based on anembedded “channel bug” in the broadcast stream. Alternatively, thebroadcast stream may have a trigger, to say to create or morph aninteractive channel bug. Television system 100 may then retrieve andrender the channel bug. Furthermore, the channel bug can be retrievedfrom a number of sources such as, for example, resident memory,broadcast file system, or some remote device via an IP pathway.

In one embodiment, the “channel bug” is a graphical object, which mayinclude a broadcast channel branding logo or any other type of logo. Thechannel bug, or channel bug trigger, may be embedded in the broadcaststream according to numerous known technologies such as ATVEF. Thechannel bug may also be rendered using various methods includingrendering of ATVEF compliant data. The channel bug may also be retrievedusing various methods such as, for example, a broadcast file system,resident memory, or remote device via an IP pathway.

In one embodiment, a user can access the channel bug by using a remotecontrol device to manipulate a pointer on television system 100 so thatthe user can “click” on the channel bug to launch interactive services.In one embodiment, the interactive services is related to the broadcastbeing displayed. For example, if the broadcast being displayed isrelated to, e.g., news, weather, or sports, a user can access thechannel bug being provided with the broadcast, which may provide furtherservices related to the broadcast. That is, if the broadcast is weatherrelated, a user can access the channel bug to obtain weather relatednews for another state. In one embodiment, the channel bug is notrelated to broadcast content, but provides general information about thebroadcaster such as, for example, what is on later, indicate message oremail, indicate specials, etc.

In one embodiment, accessing the channel bug provides a rollout menuthat may include hyperlinks to other information (e.g., image maps,etc.) for a user to select and access via the Internet. Of course, theremote control device could be any one of numerous control devicesincluding a wireless keyboard, a wireless pointer device, etc. It isalso possible not to use a remote control device at all, and to use justa keypad, cursor, etc., attached directly to the television system.

FIG. 3B illustrates a flow diagram of an operation 325 for using aninteractive broadcast channel branding logo (“channel bug”) to accessinteractive services associated with programming content according toone embodiment. Initially, operation 325 begins at operation 330.

At operation 330, a broadcast is transmitted. For example, a broadcaststation may transmit a news related broadcast to set-top box 120.

At operation 335, the news related broadcast is received by set-top box120. Set-top box 120 processes, decodes, and separates the receivedbroadcast into a broadcast stream with interactivity. The interactivitymay also flow through an independent pathway to the set-top box 120 suchas an IP pathway. In one embodiment, set-top box 120 processes a channelbug inserted into the news related broadcast.

At operation 340, the channel bug is morphed. For example, set-top box120 executes code in the news related broadcast stream. In oneembodiment, a trigger can come through an IP pathway such as direct IPor through a multicast to trigger the channel bug. The trigger caninstruct the channel bug to be displayed or to morph the channel bugbased on information embedded in the news related broadcast.

At operation 345, set-top box 120 delivers the broadcast stream with themorphed channel bug to television system 100. The morphed channel bugmay appear on television system 100 in a number of ways.

For example, the channel bug may change form, start flashing, and etc.to indicate to a user that interactivity is associated with channel bugfor the news broadcast. In particular, the broadcaster for the newsbroadcast may use the channel bug to facilitate an on-line poll relatedto news broadcast. That is, instead of having to make a phone call orseparate access the Internet, providers of the news broadcast can usethe channel bug to conduct the on-line poll.

At operation 350, if a user accesses the channel bug, interactiveservices are launched. For example, by clicking on the channel bug, auser can access an on-line poll related to news items. The broadcastercan ask the user to “vote for a candidate” in a story covering local ornational politics. Using the television screen as the interface, theuser could vote for their candidate of choice. In another example,user/viewer of a game show such as “Jeopardy” can play along withcontestants in which the channel bug is used as the launching point forthe interactivity.

FIG. 3C illustrates a flow diagram of an operation 355 for using aninteractive broadcast channel branding logo (“channel bug”) to purchaseproducts/services according to one embodiment. Initially, operation 355begins at operation 360.

At operation 360, a broadcast is transmitted. For example, a broadcaststation may transmit an advertisement (“commercial”) as a broadcast toset-top box 120. The broadcaster may allow the advertiser to use thebroadcaster's bug or allow the advertiser to replace the broadcaster'sbug with the advertiser's bug to indicate interactivity associated witha commercial.

At operation 365, the advertisement related broadcast is received byset-top box 120. Set-top box 120 processes and decodes the receivedbroadcast into a broadcast stream. In one embodiment, set-top box 120processes a channel bug inserted into the advertisement relatedbroadcast.

At operation 370, the channel bug is morphed. For example, set-top box120 executes code in the news related broadcast stream to morph thechannel bug based on information embedded in the advertisement relatedbroadcast. Furthermore, the code can be pulled through an IP pathway orpulled from a broadcast file system. The code or instructions formorphing a channel bus is not limited to any particular source.

At operation 375, set-top box 120 delivers the advertisement relatedbroadcast with the morphed channel bug to television system 100. Themorphed channel bug can alert a user/viewer to purchase opportunitiesavailable through television system 100. Such a feature can be useful tobroadcast advertising partners by allowing the channel bug to morphduring an advertisement for a particular product/service. This allows auser/viewer to purchase a product/service or to obtain additionalinformation regarding the product/service almost immediately, which isfacilitated by the channel bug.

At operation 380, if the user accesses the channel bug, interactiveservices are launched. For example, by clicking on the channel bug, theuser can gain access to, e.g., a merchant's web site or to access localcontent in a resident in memory or content in a broadcast file system.Thus, the user would be able to purchase a desired product/serviceelectronically over the Internet. It should be appreciated, of course,that a variety of purchase transaction models may be used with thepresent invention. In yet another embodiment, the network operatorproviding the broadcast may choose to replace the channel bug, or to adda network specific channel bug. The network operator, e.g., a cablesystem operator, can replace broadcasters' bug with their own bug.

FIGS. 4A through 4C illustrate exemplary screen displays for using theinteractive broadcast channel branding logo. Referring to FIG. 4A, anexemplary screen display 401 is shown for a weather related broadcast. Achannel bug 406 is shown with the broadcast. Channel bug 406 can be anytype of graphical object. For example, channel bug 406 can represent aspecific TV station's logo (e.g., NBC's “peacock,” CBS's “eye,” etc.).For example, Channel bug 406 can change form, color, or shape toindicate to user that it can be used to facilitate interactive servicesas described above. Referring to FIG. 4B, an exemplary screen display402 is shown having a channel bug 406, which is associated with extracontent 407. Extra content 407 is a weather related chart that can beaccessed via channel bug 406.

Referring now to FIG. 4C, there is shown a sample screen display 400produced if an interactive broadcast channel branding logo (“channelbug”) activates a rollout menu of services 430. By using, e.g., a remotecontrol device that can be to a set-top box 410, a user can selectchannel bug 420 causing the rollout menu 430 of services to appear. Asdescribed above, a user may select various menu items (which may includenews, weather, sports, hyperlinks to a web site, etc.). These itemsprovide a user with a variety of interactive services in a manner wellknown in the art of interactive television systems.

The techniques described herein may be integrated into advancedInternet- or network-based knowledge systems as related to informationretrieval, information extraction, and question and answer systems. FIG.5 is an example of one embodiment of a computer system. The system has aprocessor 510 coupled to a bus 520. Also shown coupled to the bus 520 isa memory 530 which may contain executing code and graphical assets tomorph the channel bug according to a signal embedded in a broadcaststream. Additional components shown coupled to the bus 520 are a storagedevice 540 (such as a hard drive, floppy drive, CD-ROM, DVD-ROM, etc.),an input device 550 (such as a keyboard, mouse, light pen, barcodereader, scanner, microphone, joystick, etc.), and an output device 560(such as a printer, monitor, speakers, etc.). Of course, an exemplarycomputer system could have more components than these or a subset of thecomponents listed.

The techniques described herein may also use a memory of a computersystem (i.e., a set-top box) to store a set of instructions to beexecuted. In addition, the instructions to perform the techniquesdescribed herein may alternatively be stored on other forms ofmachine-readable media, including magnetic and optical disks. Forexample, the system and method of the present invention may be stored onmachine-readable media, such as magnetic disks or optical disks, whichare accessible via a disk drive (or computer-readable medium drive).Further, the instructions may be downloaded into a computing device overa data network in the form of a compiled and linked version, and/or setof graphical assets.

Alternatively, the logic to perform the techniques described herein maybe implemented in additional computer and/or machine-readable media suchas discrete hardware components as large-scale integrated circuits(LSD's), application specific integrated circuits (ASIC's), and firmwaresuch as electrically erasable programmable read-only memory (EEPROM's).

FIG. 6 illustrates a flow diagram of an operation 600 to insert aninteractive channel bug over a broadcast bug. That is, where traditionalbroadcast “channel” bug is broadcasted in a video stream. Initially,operation 600 begins at operation 602.

At operation 602, a video stream is captured and analyzed to locate abroadcast bug. For example, as shown in FIG. 7A, a TV broadcast 708 iscaptured and analyzed to locate broadcast bug 709, which is representedby a “circle.”

At operation 604, an X-Y position of the broadcast bug is determined.For example, as shown in FIG. 7B, the X-Y position represented by dashedlines is determined around broadcast bug 709.

At operation 606, an interactive bug is aligned over the broadcast bug.For example, as shown in FIG. 7C, interactive bug 710 represented by thesymbol “X” is aligned over broadcast bug 709. The screen shown in FIG.7C can be displayed to a user.

At operation 608, a user can interact with the interactive bug withinthe broadcast. For example, as shown in FIG. 7D, a user can accessinteractive bug 710 that launches or triggers display of content 712.The use can thus interact with content 712.

FIG. 8 illustrates an interactive system 800 receiving content fromcontent server 802 via an IP pathway or from content server 803 viabroadcaster 805. Referring to FIG. 8, interactive system 800 includes aset-top box or TV embedded device (“set-top box”) 806 coupled to TV 104.Set-top box 806 can receive content from content server 802 via the IPpathway and from content server 803 via broadcaster 805.

Interactive system 800 includes a TV 804 having a TV display 806 with abug 808. In one embodiment, bug 808 is displayed based on a triggerpassing through a TV broadcast via broadcaster 805 or over an IP pathwayvia content server 802. Content for bug 808 may be embedded in the TVbroadcast or may be resident in a memory within set-top box 806 or maycome from the IP pathway. In one embodiment, bug 808 is rendered on TVdisplay 806. For example, set-top box 806 can be configured with code orinstructions to process the trigger to render bug 808.

In another embodiment, bug 808 is morphed, which can also be based on atrigger passing through a TV broadcast via broadcaster 805 or over an IPpathway via content server 802. Content for a morphed bug 808 may beembedded in the TV broadcast or may be resident in a memory withinset-top box 806 or may come from the IP pathway.

Bug 808 can be used to launch interactivity. For example, a user canclick on bug 808. If bug 808 is clicked, the an interactive applicationis launched. The interactive application can be launched from residentcode within set-top box 806, or an application found in a logical memorystore such as a broadcast file system, or from a remote content serversuch as content server 802 or content server 803. Bug 808 may also be anapplication in an of itself, e.g., a roll out menu. Bug 808 may alsosend a signal to another device to indicate a “buy” or a “vote” orrequest for additional information. Here, bug 808 may not launch any newinteractivity and only cause some event to occur when the bug isclicked.

Thus, an interactive broadcast channel branding logo that providesinteractivity for television viewers has been described. In theforegoing specification, the invention has been described with referenceto specific exemplary embodiments thereof. It will, however, be evidentthat various modifications and changes may be made thereto withoutdeparting from broader spirit and scope of the invention as set forth inthe appended claims. The specification and drawings are, accordingly, tobe regarded in an illustrative sense rather than a restrictive sense.

1. A non-transitory machine-readable storage medium providinginstructions, which if executed by a processor, causes the processor toperform an operation comprising: receiving a video transmission;receiving a first interactive channel bug associated with a firstcontent provider and a second interactive channel bug associated with asecond content provider, wherein the first and the second interactivechannel bugs comprise channel branding logos; morphing the first and thesecond interactive channel bugs into the video transmission, wherein thefirst and second interactive channel bugs are used to facilitateinteractivity without a need for tuning to a dedicated channelassociated with interactive services; and transmitting the videotransmission with the first and second interactive channel bugs to adisplay system, wherein the first interactive channel bug is replaced bythe second interactive channel bug during a change of displaying contentfrom the first content provider to content from the second contentprovider, and wherein the first and the second interactive channel bugsare further configured to be displayed when triggered through anInternet Protocol (IP) pathway.
 2. The non-transitory machine-readablemedium of claim 1, further providing instructions, which if executed bythe processor, causes the processor to perform an operation comprising:providing the first interactive channel bug as a graphical object. 3.The non-transitory machine-readable medium of claim 1, further providinginstructions, which if executed by the processor, causes the processorto perform an operation comprising: selectively causing the firstinteractive channel bug to appear.
 4. The non-transitorymachine-readable medium of claim 1, further providing instructions,which if executed by the processor, causes the processor to perform anoperation comprising: launching a functionality determined by the videotransmission, the functionality capable of changing over time.
 5. Thenon-transitory machine-readable medium of claim 1, further providinginstructions, which if executed by the processor, causes the processorto perform an operation comprising: indicating an availability of newinteractive services by changing a form of the first interactive channelbug.
 6. The non-transitory machine-readable medium of claim 5, furtherproviding instructions, which if executed by the processor, causes theprocessor to perform an operation comprising: indicating an availabilityof interactive services associated with the video transmission by thechanged form of the first interactive channel bug.
 7. The non-transitorymachine-readable medium of claim 5, further providing instructions,which if executed by the processor, causes the processor to perform anoperation comprising: indicating an availability of interactive servicesassociated with a purchase of products or services by the changed formof the first interactive channel bug.
 8. An apparatus comprising: aprocessor; a memory having stored therein computer executableinstructions, that when executed by the processor, cause the apparatusto perform a method of: receiving a video transmission; receiving afirst interactive channel bug associated with a first content providerand a second interactive channel bug associated with a second contentprovider, wherein the first and the second interactive channel bugscomprise channel branding logos; morphing the first and the secondinteractive channel bugs into the video transmission, wherein the firstand second interactive channel bugs are used to facilitate interactivitywithout a need for tuning to a dedicated channel associated withinteractive services; and transmitting the video transmission with thefirst and second interactive channel bugs to a display system, whereinthe first interactive channel bug is replaced by the second interactivechannel bug during a change of displaying content from the first contentprovider to content from the second content provider, and wherein thefirst and the second interactive channel bugs are further configured tobe displayed when triggered through an Internet Protocol (IP) pathway.9. The apparatus of claim 8, wherein the second interactive channel bugis a graphical object.
 10. The apparatus of claim 8, wherein the firstinteractive channel bug is selectively morphed.
 11. The apparatus ofclaim 8, wherein the first and the second interactive channel bugs are alaunching point for interactive services.
 12. The apparatus of claim 8,wherein the first interactive channel bug launches a functionalitydetermined by a video transmitter or network operator, the functionalitycapable of changing over time.
 13. The apparatus of claim 8, wherein aform of the first interactive channel bug changes to indicateavailability of new interactive services.
 14. The apparatus of claim 13,wherein the changed form of the first interactive channel bug indicatesthe availability of interactive services associated with the videotransmission.
 15. The apparatus of claim 13, wherein the changed form ofthe first interactive channel bug indicates the availability ofinteractive services associated with a purchase of products or services.16. A method for providing interactive content comprising: capturing andanalyzing a video stream to locate a non-interactive video transmissionbug; determining a position of the non-interactive video transmissionbug; aligning a first interactive bug associated with a first contentprovider over the non-interactive video transmission bug at the positionwithout user intervention; displaying the first interactive bug over thevideo transmission bug within the video stream; and replacing the firstinteractive bug with a second interactive bug associated with a secondcontent provider during a change of displaying content from the firstcontent provider to content from the second content provider, whereinthe first and the second interactive bugs comprise channel brandinglogos and wherein the first and the second interactive bugs are furtherconfigured to be displayed when triggered through an Internet Protocol(IP) pathway.
 17. A method comprising: transmitting a videotransmission; transmitting a first interactive channel bug associatedwith a first content provider and a second interactive channel bugassociated with a second content provider, wherein the first and thesecond interactive channel bugs are configured to be morphed into thevideo transmission, wherein the first and second interactive channelbugs are further configured to be used to facilitate interactivitywithout a need for tuning to a dedicated channel associated withinteractive services, wherein the first interactive channel bug isconfigured to be replaceable by the second interactive channel bugduring a change of displaying content from the first content provider tocontent from the second content provider, wherein the first and thesecond interactive channel bugs comprise channel branding logos, andwherein the first and the second interactive channel bugs are furtherconfigured to be displayed when triggered through an Internet Protocol(IP) pathway.